In the ad, a faux Chipotle marketing team is brainstorming new ideas. Newcomer Larry suggests adding queso, a Tex-Mex favorite, to the menu, infuriating the head of the team.

"We do the whole food with integrity thing," he says. "Queso has to be made with artificial stabilizers to keep its shiny liquid form. Ever heard of all-natural-goopy cheese? Do you think there's a magical cow that squirts queso out of its udders?"

Instead, the marketing team decides to release a mobile game — just as Chipotle did in March.

Despite Chipotle's harsh anti-queso stance, the question of why the chain doesn't sell queso has been one customers have been asking for some time.

A new Chipotle Mexican Grill location is pictured at University Village in Seattle, Washington on November 3, 2015. An outbreak of E. coli bacteria linked to Chipotle Mexican Grill restaurants has spread, with the number of people sickened rising from 22 to 37, US authorities said November 3, 2015. In the northwest state of Washington 25 people have been infected, up from 19. Twenty-three of them reported eating at a Chipotle burrito outlet before getting sick and nine were hospitalized, the state health department said. The victims range in age from five to 60. In neighboring Oregon the number has risen from three as of November 1, 2015 to 12 in and around Portland. AFP PHOTO / JASON REDMOND (Photo credit should read JASON REDMOND/AFP/Getty Images)

A menu at the new Taco Bell Cantina Restaurant on Tuesday, Sept. 22, 2015, in Chicago, Ill. This is the first time the chain is serving alcohol in the United States. (AP Photo/Matt Marton)

NEW YORK CITY, NEW YORK, UNITED STATES - 2015/10/18: Restaurants in USA: Chipotle Mexican Grill
Chipotle Mexican Grill, Inc. is a chain of restaurants in the United States, United Kingdom, Canada, Germany, and France, specializing in Mission burritos and tacos. (Photo by Roberto Machado Noa/LightRocket via Getty Images)

MIAMI, FL - APRIL 27: Chipotle restaurant workers fill orders for customers on the day that the company announced it will only use non-GMO ingredients in its food on April 27, 2015 in Miami, Florida. The company announced, that the Denver-based chain would not use the GMO's, which is an organism whose genome has been altered via genetic engineering in the food served at Chipotle Mexican Grills. (Photo by Joe Raedle/Getty Images)

Crispy beef tacos from Taco Bell Corp. are arranged for a photograph in San Francisco, California, U.S., on Wednesday, March 13, 2013. Taco Bell sales began to pick up last year after its Doritos Locos Tacos mashup generated buzz even among food critics. Photographer: David Paul Morris/Bloomberg via Getty Images

MIAMI, FL - APRIL 27: Chipotle restaurant workers fill orders for customers on the day that the company announced it will only use non-GMO ingredients in its food on April 27, 2015 in Miami, Florida. The company announced, that the Denver-based chain would not use the GMO's, which is an organism whose genome has been altered via genetic engineering in the food served at Chipotle Mexican Grills. (Photo by Joe Raedle/Getty Images)

MIAMI, FL - APRIL 27: A customer carries a tray with his Chipotle food order, on the day that the company announced it will only use non-GMO ingredients in its food on April 27, 2015 in Miami, Florida. The company announced, that the Denver-based chain would not use the GMO's, which is an organism whose genome has been altered via genetic engineering in the food served at Chipotle Mexican Grills. (Photo by Joe Raedle/Getty Images)

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Chipotle had never given away free food before this year. Now, since February, the company has spent millions of dollars on free food, with offers such as direct-mail coupons and mobile offers, to encourage customers to return to its restaurants in the wake of an E. coli outbreak that sent the chain's sales plunging.

Similarly, the chain never had a loyalty program. However, on Monday, Chipotle launched a rewards program tied to how many times customers visit Chipotle each month.

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Despite marketing pushes, Chipotle's sales have yet to bounce back, though there have been signs of improvement. The chain's same-store sales dropped 30% in the first quarter of the year.

Perhaps queso is what the chain needs to turn things around. The Tex-Mex favorite is typically made with Velveeta or another goopy "cheese food," to create a delicious dip. Chipotle may not approve, but customers love it.

If the chain can figure out how to crack the puzzle of how to make the delicious dip with all-natural ingredients (onevariousbloggers have been working on for years), it could be a major draw. A strange, bitter anti-queso video, on the other hand, is only going to alienate potential customers.